‘Better evidence of the impact of design will drive up demand.’
The motion debated before The Design Council’s latest forum was ‘Better evidence of the impact of design will drive up demand.’ Given that the poll conducted before the debate resulted in an overwhelming 86% to 14% for the argument then the result was a forgone conclusion.
Perhaps the premise behind the debate at the Design Council was nebulous: If you are in the business of commercial design then why would you not want the results of your work to lead to more briefs/bigger clients etc.
If what drives your craft is ‘art for its own sake’ then that is fine as well, and as Angus Montgomery puts it in the article ‘The beauty of design - when this beauty occurs - isn’t in ticking a series of measurable boxes for a client, but in delivering something completely unexpected, that works perfectly.’
To the majority of the population that are not designers there is a mystery surrounding how creative people are inspired to interpret an idea and represent it in a concept that the audience can respond to. Perhaps it is because the process of ‘creativity’ is amorphous, and will never be fully understood. The alchemy is distilled into a bottle- just apply the right number of drops and you will have a sure fire winner.
In the meantime, if you are in the business of commercial design ensure you can measure and prove that the audience will be moved from point A to point B, and to get there the Client needs to pay for it.
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